Calysto Communications' Success Leads to Second Specialty Practice.

Business Editors

ATLANTA--(BUSINESS WIRE)--Aug. 25, 2003

Agency's Communications Industry Expertise Helps Operations

Support Systems (OSS) Vendors Expand Their Visibility

and Their Market Reach

Calysto Communications, an Atlanta-based niche public relations agency focusing solely on telecommunications companies, today announced the official launch of its Operations Support Systems (OSS) Practice - a specialty practice area that will focus on promoting OSS innovations and technologies in the communications industry.

Calysto has considerable experience in the OSS industry, providing public relations guidance for public companies and private start-ups that offer a wide range of technologies, including billing, inventory management, mediation and revenue assurance. By providing strategic direction as well as messaging, writing and pitching expertise, Calysto has helped both domestic and international companies successfully launch new OSS products and enhance their market visibility.

"As next-generation wireless and wireline networks become more commonplace, telecom service providers will look for OSS solutions that are compatible with both legacy and next-gen network elements and provide the flexibility to support new business models," said Justin Siefert, the lead on Calysto Communications' OSS Practice. "Companies will need to identify and accurately convey their strengths to take advantage of new opportunities in the communications market. Calysto can help them not only identify these strengths but also communicate them to the right audience."

As part of this new practice, Calysto will deliver three services specifically tailored to meet the needs of OSS market players:

1) market research and competitive landscape trending analysis, which helps clients keep their proverbial fingers on the pulse of the industry, particularly as new telecom entrants such as cable operators begin to buy more OSS solutions;

2) OSS messaging analysis, which helps companies develop and communicate the unique characteristics of their products and services; and

3) a wide range of technical writing services, designed to translate the functionality of the OSS back end into messages and stories that are relevant to all media.

Calysto's experience in OSS and close relationships with members of the media and analyst communities provides Calysto and its clients with a unique competitive advantage.

"Calysto is dedicated to its market sector. I get asked every day if Calysto will broaden its focus to become a technology agency. I won't do that," says Laura Borgstede, chief energizing officer (CEO) and founder of Calysto Communications. "Our new Specialty Practices are a demonstration of our continued commitment to the communications industry. Other PR agencies have Brand, Technology or Corporate Practice Groups, we want to continue to deliver more specialized expertise."

And Calysto's OSS expertise goes beyond just public relations. Calysto team members have worked jointly with service provider clients as they look for OSS solutions, providing strategic advice on vendor selection and potential partnerships. One client launched a next-generation IP network and looked to Calysto to provide recommendations on back office solutions based on Calysto's knowledge of platforms and vendor stability.

The OSS market continues to grow, despite the challenging telecom economic market. RHK recently forecasted that the OSS market will increase from $31.2 billion in 2003 to $41.9 billion in 2006, with North America representing the largest opportunity.

About Calysto

Atlanta-based Calysto Communications is a public relations firm focused on a single market niche - communications. The agency helps wireless, telecom, VoIP, cable, optical and other communications companies effectively create and deliver their own unique message to their key audiences. Calysto works with start-ups as well as public companies, helping them deploy new technologies, gain leadership positions and influence editorial opinion to positively affect their bottom line. For more information about Calysto Communications, a minority-owned business and a registered member of the Small Business Administration (SBA), please call 404-266-2060 or visit the company's web site at www.calysto.com.